. Impulse Buying (in Consumer Behaviour)
Definition:
Impulse buying refers to unplanned purchases made by consumers, driven by sudden urges
or emotions rather than premeditated decisions.
Importance in Consumer Behaviour:
● Explains spontaneous purchase behaviour.
● Helps marketers design strategies to trigger impulse purchases.
● Influences retail sales and promotional planning.
Factors Influencing Impulse Buying:
1. Emotional Factors:
○ Mood, excitement, or stress can trigger unplanned purchases.
○ Example: Buying chocolates when feeling sad.
2. Store Environment:
○ Attractive displays, lighting, music, and layout encourage impulse purchases.
3. Promotions and Discounts:
○ Limited-time offers, “buy one get one free” deals stimulate impulse buying.
4. Product Characteristics:
○ Small, inexpensive, or visually appealing products are more likely to be
bought impulsively.
5. Social Influence:
○ Presence of friends or peers can encourage spontaneous purchases.
Applications in Marketing:
● Placing impulse products near checkout counters.
● Using attractive packaging and displays.
● Offering limited-time promotions to create urgency.
Definition:
Impulse buying refers to unplanned purchases made by consumers, driven by sudden urges
or emotions rather than premeditated decisions.
Importance in Consumer Behaviour:
● Explains spontaneous purchase behaviour.
● Helps marketers design strategies to trigger impulse purchases.
● Influences retail sales and promotional planning.
Factors Influencing Impulse Buying:
1. Emotional Factors:
○ Mood, excitement, or stress can trigger unplanned purchases.
○ Example: Buying chocolates when feeling sad.
2. Store Environment:
○ Attractive displays, lighting, music, and layout encourage impulse purchases.
3. Promotions and Discounts:
○ Limited-time offers, “buy one get one free” deals stimulate impulse buying.
4. Product Characteristics:
○ Small, inexpensive, or visually appealing products are more likely to be
bought impulsively.
5. Social Influence:
○ Presence of friends or peers can encourage spontaneous purchases.
Applications in Marketing:
● Placing impulse products near checkout counters.
● Using attractive packaging and displays.
● Offering limited-time promotions to create urgency.
